How a condensed signup form affects name conversion rate on a landing page
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 10/20/2017 - 11/27/2017
FamilyLife wanted to increase name conversion rate on their free online course, I Still Do. They hypothesized that one element of friction on the page was the length of the acquisition form, so they wanted to test a condensed version of the form. Other elements of the page were the same.
Research Question
Does a shortened form decrease friction on an acquisition page, and increase conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 91.7% | ||
| T1: | Condensed Form | 95.1% | 3.7% | 100.0% |
This experiment has a required sample size of 401 in order to be valid. Since the experiment had a total sample size of 2,647, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 3.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The condensed form increased conversion rate by 3% and average gift by 2%. The removal of friction in the process motivated more people to follow through and get signed up for the course.